How do sponsors measure return on investment (ROI) from sponsorships?

Mike DeFord shared that for every dollar spent, he needs to make $8.50 back on that investment. Sponsors evaluate this through measurable metrics like social media engagement, content creation and proper tagging, event attendance numbers, and direct sales tracking. Trevor Larkin suggested using QR codes on hero cards, trailers, and at events that link to sponsor-specific landing pages - this allows sponsors to track exactly how many people are engaging through the racer's presence. If a sponsor doesn't see the expected ROI in year one, there likely won't be a year two.